Airline Industry: Flying Full-Service on Research Paper

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4). The return on this modest investment was impressive: "We saw that mobile is five-to-ten times more effective than online advertising" (Butcher, 2009, para. 4). The contest also increased visitors to the company's WAP site (Butcher, 2009).

7.

Description of Location

The same location will be used for the envisioned marketing campaign as the "Back for a while" initiative which targeted Hispanic males and females ranging in age from 27 to 45 years, in the New York and Houston metro areas; both English as well as Spanish consumers will be included in the campaign.

8.

Pricing Strategy

Because of skyrocketing energy costs, the company is already operating on razor-thing profit margins. Therefore, the company's general pricing strategy that is associated with the marketing initiative envisioned herein, "Llevar a un amigo" ["Take a friend"] will remain unchanged from current practice, but the content will offer Hispanic consumers in the targeted areas with the opportunity to purchase two tickets to their destination of choice for the price of one. This will allow the 100 lucky winners to take a friend or loved one wherever they want to go, and will still generate revenues and additional interest in the company's full-service offering.

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9.

Summary and Implementation Plan

The research showed that the airline industry is fiercely competitive and Continental faces competition from American Airlines, Delta Airlines and U.S. Airways in the full-service category, as well as increasing competition from low-cost carriers such as Southwest, JetBlue and AirTran. The implementation of the marketing initiative envisioned herein should therefore proceed before spring break 2011 in order to generate interest from the Hispanic traveling public, many of whom will likely be traveling during this period......

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